Why It's Essential for Today's Business to Use Chatbots
Chatbots are redefining online experiences thanks to their ability to give quick answers to simple problems and being available 24 hours a day
Chatbots, in particular, represent the new frontiers of the communication between a company and its clients. Just think that it is estimated that by 2020 Chatbot and Virtual Reality will dominate the interactions with brands.
A study conducted by Drift, SurveyMonkey Audience, Salesforce and Myclever called The 2018 State of Chatbots Report: How Chatbots Are Reshaping Online Experiences, analyzes risks and opportunities behind this trend, and explains why consumers prefer this means of communication.
Let’s see together the most important points.
Why consumers prefer chatbots
According to the study, 34% of people mention the difficulty to navigate the website, 31% don’t find answers to simple questions, 28% can’t find the basic information about the company. And in a “hyperconnected” system in which the user wants to find information quickly and easily, this level of user experience is not sustainable.
Some consumers therefore prefer to interact with chatbots because they get quick answers in "emergency" situations (37%), because they can solve a problem or a complaint (35%), or because they receive a detailed answer (35%).
The benefits for consumers
Consumers surveyed know what they want: if they had the opportunity to interact via chatbot, they would particularly appreciate the availability of customer service 24 hours a day (64%), followed by instant responses (55%), and answers to simple questions (55%).
So, chatbot are definitely the most appropriate medium to create an on-demand and effective experience in real time.
The strength of chatbots is the short response time, appreciated by the majority of respondents: when asked "How soon would you expect to get a response on each of these channels?", 75% expect an immediate response from the chatbot, second only to Live Chats (77%).
Implementing a chatbot into your digital channels can bring benefits in terms of customized experience and speed of response. You don't have to approach this technology because "everyone does it"; on the contrary, you should do it with well-defined objectives and metrics.
Chatbots can also bring savings in economic terms, that are already measurable from the day zero. Being supported by consultants on chatbots can be a useful solution to avoid unnecessary and unprofitable investments.